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Yahoo! He paid 1,100 million dollars for Tumblr in 2013. Automattic , the creator of the popular blog and blog manager Wordpress , has ended up buying it five years later for less than three million .

This is how the last years of Tumblr can be summed up, a collection of strategic and image errors by all the companies that have tried to control it and that have ended up sinking one of the best known brands and one of the most important cultural phenomena of Internet.

Wordpress will take control of all the blogs that remain within this social network, more than 400 million, and will take care of about 200 employees that still keep it running. Although it no longer has the level of activity or visits from previous years, Automattic will maintain the service as a complementary option to Wordpress and does not plan to change any of the current policies, including the prohibition of publishing pornographic or erotic content that contributed to significantly reduce the relevance of the platform.

Tumblr made headlines in 2013 when Marissa Mayer , recently promoted to Yahoo!, Decided to buy it for $ 1.1 billion. The social network enjoyed excellent traffic figures and the reputation of being the source of most network trends. The purchase was seen as an attempt to inject some youth into the veteran Yahoo! and made the founder of Tumblr, David Karp , one of the most admired entrepreneurs of the Network.

The passivity in the management by Yahoo! After the purchase and the greater competition from new social networks, such as Instagram, they began to reduce traffic to Tumblr but in 2016 this social network still received more than 500 million visits per month. Mayer, in any case, was unable to make his vision viable for the future of Yahoo! and sold most of the company (including Tumblr) to the Verizon operator for more than $ 4.4 billion in 2017. Karp, who was still the president of Tumblr, decided to leave the company in November of that year.

The end of porn content ended the platform

One of the first decisions Verizon made was the ban on its pages of any content considered pornographic. As expected, this new policy eventually decimated the traffic and activity of Tumblr. It was a very poorly executed decision, too. Although there were profiles with clearly adult content, the control filters also deleted numerous posts and photographs with erotic content but not necessarily pornographic. Several activists from the LGBTQ community, especially active on Tumblr, protested what they considered an arbitrary filter that had ended one of the spaces where they could express themselves without restrictions.

With the decimated traffic and little value for the Verizon business, rumors of a possible sale of the social network have circulated through the Network since the beginning of this year. The president of the adult content website Pornhub came to be interested in acquiring it in public and promised that if it was done with the property, it would restore the pornographic content "in all its glory."

Finally, it has been Automattic that has been done with control for a fraction of what Yahoo! on his day, ironically, after many of Tumblr's former users migrated their blogs and posts to Wordpress. "When I saw the possibility of joining forces, I felt it was a unique opportunity in this generation to have two platforms that I love working together to build a better, more open, more inclusive and, frankly, more fun website. I knew we had to do it" , explained Matt Mullenweg , founder of Wordpress.

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